Sale of Tablets to remain below 10 percent in 2014, notes Gartner study

16 Oct,2014

By A Correspondent

 

Tablet sales growth is slowing in 2014 as new hardware buyers turn to alternative devices and existing users extend the lifetime of their tablets. Gartner, Inc. estimates that tablet sales worldwide will reach 229 million units in 2014, an 11 percent increase from 2013, representing 9.5 percent of total worldwide sales of devices in 2014. In 2013, tablet sales grew 55 percent.

 

Worldwide combined shipments of devices (PCs, tablets, ultramobiles and mobile phones) for 2014 are estimated to reach 2.4 billion units in 2014, a 3.2 percent increase from 2013. “The device market continues to evolve, with the relationship between traditional PCs, different form factor ultramobiles (clamshells, hybrids and tablets) and mobile phones becoming increasingly complex,” said Ranjit Atwal, research director at Gartner.

 

In the tablets segment, the downward trend stems from the slowdown in basic ultramobiles – new sales of iPads and Android tablets – and the lifetime extension of current tablets to three years by 2018. Gartner projects over 90 million fewer new tablet purchasers and 155 million fewer tablet replacements through 2018.

 

“Some tablet users are not replacing a tablet with a tablet, they are favoring hybrid or two-in-one devices, increasing its share of the ultramobile premium market to 22 percent in 2014, and 32 percent by 2018,” said Atwal.

 

Worldwide device shipments by segment (Thousands of Units)

Device Type 2013 2014 2015
Traditional PCs (Desk-Based and Notebook) 296,131 276,457 261,005
Ultramobile Premium 21,517 37,608 64,373
PC Market Total 317,648 314,065 325,378
Tablets 207,082 229,085 272,904
Mobile Phones 1,806,964 1,859,946 1,928,169
Other Hybrids/Clamshells 2,706 6,462 8,609
Total 2,334,400 2,409,558 2,535,060

Source: Gartner (October 2014)

 

The mobile phone segment will continue to grow in 2014 due to strong sales of lower-end smartphones. Sales of basic smartphones (including midrange Android devices) are projected to grow 52 percent in 2014, while utility smartphone units (including low-end Chinese white box devices) will double.

 

“The market is clearly favoring those vendors offering value in lower-priced smartphones. This trend has become more apparent, especially in the second quarter of 2014 when most of the top Chinese smartphone vendors grew volume and market share,” said Roberta Cozza, research director at Gartner. “As smartphones reach lower prices, Gartner expects nine out of 10 phones to be smartphones by 2018.”

 

The expansion of affordable mobile phones that are attracting replacements in many emerging countries has contributed to the increase in the global market share of smartphones, which is set to reach 71 percent in 2014, up 17 percentage points from 2013. Android and iOS have further entrenched their market positions in the global phone market, making it difficult for alternative ecosystems to become more than niche players.

 

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